AUTOMOTIVE AND POWERSPORTS BRANDS TO SHOWCASE INNOVATION AND CUSTOMIZATION AT 2026 SEMA SHOW
-- Major OEMs will showcase vehicles, products and experiences
Nov. 3-6 in Las Vegas. --
DIAMOND BAR, Calif. (Oct. 7, 2026) – Seven leading automotive and powersports original equipment manufacturers (OEMs) will showcase new vehicles, concept builds, performance products and customization experiences at the 2026 SEMA Show, Nov. 3-6 in Las Vegas.
Ford Motor Co., Harley-Davidson, Honda Racing Corporation, Mitsubishi Motors, Mopar/Stellantis, Nissan, and Toyota will connect with the automotive aftermarket and demonstrate how performance, personalization and emerging product opportunities are shaping vehicles across street, track, off-road and powersports applications.
“When an automaker is ready to debut a vehicle, the SEMA Show offers a combination of industry influence, media attention and enthusiast energy that is difficult to match,” said Tom Gattuso, SEMA vice president of events. “Manufacturers are not simply unveiling vehicles here. They are introducing them to the people who will customize, promote and help define what those vehicles can become.”
Ford
Ford Motor Co. is returning to the SEMA Show in a big way, with a showcase celebrating performance, personalization and the creativity of the builder community. From some of its most iconic enthusiast vehicles to a broad range of accessories and performance parts, Ford builds on that passion by giving customers more ways to make their Ford their own. Attendees can expect plenty of inspiration, hands-on experiences and one very big surprise when the Show opens. And when Ford says big, it means big.
“People don’t just buy a Ford; they make it their own,” said Matt Simpson, executive director of Ford Customization. “SEMA celebrates the ingenuity of people who see a vehicle not as a finished product but as a starting point. That spirit has always been part of Ford, and we’re excited to return to the Show under the Blue Oval, alongside the builders, creators and enthusiasts who continue to push what’s possible.”
Harley-Davidson
For its 2026 SEMA Show activation, Harley-Davidson will immerse guests in the culture of self-expression through engaging customization experiences, including custom motorcycle showcases and an elevated garage environment that celebrates the craftsmanship behind custom builds. Anchored by a storytelling installation highlighting Harley-Davidson’s racing and performance heritage, the experience connects the brand’s iconic past with the creativity and individuality that define it today.
“Customization through parts and accessories is core to the Harley-Davidson brand and ownership experience, making the SEMA Show a natural fit,” said Bryan Niketh, chief operating officer of Harley-Davidson Inc. “We’re excited to be part of the expanded Powersports section and look forward to connecting with riders there.”
Honda
The Honda Racing Corporation (HRC) booth at the 2026 SEMA Show will bring together the worlds of two-wheel and four-wheel performance in a dynamic showcase of HRC’s racing heritage and future. Attendees will get an up-close look at championship-winning performance, new original merchandise for sale and authentic HRC Performance Parts developed for street, track and off-road enthusiasts.
The display highlights HRC’s growing product business, including performance products, merchandise and memorabilia. Interactive experiences and special appearances will give fans even more ways to connect with the people, engineering and competitive spirit behind HRC. Attendees can expect a few surprises that demonstrate how HRC continues to turn lessons learned through racing into new possibilities for customers.
“SEMA brings together the people who are most passionate about performance, innovation and personalization, making it the perfect place for HRC to share what we learn through racing,” said Jon Ikeda, senior vice president of Honda Racing Corporation USA. “The HRC display celebrates our championship heritage while offering a glimpse at how that experience can inspire new products and possibilities for Honda and Acura customers.”
Mitsubishi
“Mitsubishi is back, with our bold Momentum 2030 business plan providing the roadmap for our future,” said Mark Chaffin, president and CEO, Mitsubishi Motors North America, Inc. “The plan calls for at least one all-new or significantly revised vehicle every year through fiscal-year 2030, while building a bolder, more distinctive Mitsubishi brand with a stronger identity and presence. At the heart of that future is our four-wheel-drive heritage and an unmatched record of success in the Dakar Rally and World Rally Championship, a legacy that will help inspire the exciting new models to come. Our return to the SEMA Show, with our first official presence since 2012, is more than a return -- it’s a stake in the ground for the future of Mitsubishi Motors in America.”
Mopar/Stellantis
“Mopar is shifting the West Hall into high gear with an all-new home, bold concept vehicles, head-turning builds and a few unexpected surprises, all showcasing the creativity, innovation and performance engineering that powers our brands,” said Darren Bradshaw, senior vice president of Mopar North America. “There is no stage like the SEMA Show to ignite our passion for customization and performance, connect with enthusiasts and demonstrate the impressive breadth and depth of our quality-tested, factory-backed portfolio of parts and accessories.”
Nissan
Nissan’s 2026 SEMA Show display celebrates the passion of the enthusiast community with a collection of concept vehicles that blend creativity, capability and customization. Spanning heritage-inspired performance builds, off-road adventurers and motorsports-driven projects, the lineup showcases the spirit of customization that continues to inspire Nissan enthusiasts on and off the road.
Toyota
“SEMA is where creativity, performance and possibility come together,” said Owen Peacock, general manager of Toyota Marketing. “It’s the perfect venue to showcase the versatility of Toyota vehicles and explore what’s possible when imagination meets capability. From everyday driving to the next big adventure and beyond, these builds demonstrate how Toyota vehicles and its portfolio of powertrains and accessories can meet a wide range of needs while inspiring new ways for customers to make them their own.”
“Attendees will find a wide range of manufacturer experiences and where their products are headed into the future, from concept vehicles and custom builds to performance parts, accessories and interactive displays,” said Andy Tompkins, SEMA trade show director. “They will be able to compare approaches, talk with manufacturer representatives and gather ideas they can apply to their own businesses and projects.”
Qualified attendees are encouraged to register now and maximize their ROI. Hotel reservations at guaranteed low rates are available exclusively through SEMA’s official hotel provider, onPeak.
Spaces are still available for companies interested in exhibiting and connecting with tens of thousands of qualified buyers. For more information, visit www.semashow.com/exhibitor.
About SEMA and the SEMA Show
The SEMA Show is a trade show produced by the Specialty Equipment Market Association (SEMA), a nonprofit trade association founded in 1963. Since the first SEMA Show debuted in 1967, the annual event has served as the leading venue bringing together manufacturers and buyers within the automotive specialty equipment industry. Products featured at the SEMA Show include those that enhance the styling, functionality, comfort, convenience and safety of cars, trucks, side-by-sides, and two-wheel vehicles. Additional details are available at www.semashow.com or www.sema.org, 909/396-0289.
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Images for this press release: Logo, Photo 1, Photo 2 & Photo 3